Born to Buy by Juliet B. Schor
The Commercialized Child and the New Consumer Culture

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Synopsis

Over the last fifteen years children's spending power has mushroomed to an estimated USD30 billion in direct purchases and another USD600 billion of influence over parental purchases. Advertising and marketing has exploded alongside expenditures and now totals more than USD12 billion a year. Ads targeted at children are virtually everywhere - in schools, museums and on the internet - and strategies for capturing the child wallet have become ever more sophisticated. Marketers are intruding into a child's most private space, organizing stealthy peer-to-peer viral marketing efforts, and using high tech scientific research methodologies. Together, these trends have led to a pervasive commercialisation of childhood in the West. By eighteen months babies can recognize logos, by two they ask for products by brand name. During their nursery school years children will request an average of twenty-five products a day, by the time they enter primary school the average child can identify 200 logos and children between the ages of six and twelve spend more time shopping than reading, attending youth groups, playing outdoors or spending time in household conversation. On the basis of first-hand research inside the advertising industry, BORN TO BUY lays bare the research, messages and marketing strategies being used to target children, and assesses the impact of those efforts.
 

About Juliet B. Schor

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Juliet B. Schor, bestselling author of "The Overworked American" and senior lecturer and Director of Studies, Women's Studies, at Harvard University, writes and lectures widely on issues of work and consumption. She lives in Newton, Massachusetts, with her husband and two children.
 
Published August 24, 2004 by Scribner. 288 pages
Genres: Business & Economics, Political & Social Sciences, Science & Math. Non-fiction

Unrated Critic Reviews for Born to Buy

Publishers Weekly

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According to consumerism and economics expert Schor (The Overspent American ), the average 10-year-old has memorized about 400 brands, the average kindergartner c

Jun 21 2004 | Read Full Review of Born to Buy: The Commercializ...

Publishers Weekly

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According to consumerism and economics expert Schor (The Overspent American ), the average 10-year-old has memorized about 400 brands, the average kindergartner can identify some 300 logos and from as early as age two kids are "bonded to brands."

| Read Full Review of Born to Buy: The Commercializ...

USA Today

A Boston College economist, Schor examines how children and their parents are now perceived as the most tempting of markets by advertisers.

Feb 09 2013 | Read Full Review of Born to Buy: The Commercializ...

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